Case Study

This template will give you a sample structure for a case study, from the executive summary to key takeaways. Use this case study template to showcase your company’s successes and gain new customers in the process.

The marketing case study is one of the oldest and most venerable examples of content marketing. According to a B2B marketing trends report, customer testimonials and case studies are considered the most effective content marketing tactics by nine out of ten B2B marketers.

When shopping for a new product or service, you’d trust the customer who’s already used the product or service over the sales guy. Getting a real-life opinion from someone is always more helpful, because it’s both unbiased and often rooted in a common experience. Case studies add authenticity to your business, as well as credibility and social proof that your product or service has truly helped others overcome their challenges and achieve their goals.

Case studies help your leads envision how your product or service would fit into their lives, and often act as that missing piece that moves them to take purchasing action.

They think, “If this person had these results, just imagine what kind of results I could see!”

While each of your case studies will tell a slightly different story, they will each have the same core components that let your leads envision themselves using your product or service. Case studies are effective on your website and as a sales enablement tool. They should also be sent to your sales team. Include a description of what it’s about and the situations it should be most effective for. Other ways to maximize the impact of a case study include:

• Place it on your home page • Send an email sharing it with the case study’s target audience, or as part of your newsletter • Write a supplemental blog post to drive traffic to the case study. Focus on the problem solved in the case study and write an informational post on that topic • Add the case study to relevant landing pages • Add it to you or your coworkers’ signatures • Insert it into a slideshow or longer presentation on product use cases • Share the case study on social media